Chapter 7 Ads Pricing
《跨境电子商务英语》PPT U7
参考译文
2.4 撇脂定价 撇脂定价是在市场竞争对手很少的情况下，通过推出新产品来制定高价一种 策略。这种方法使企业能够在竞争对手进入市场之前实现利润最大化，而竞 争对手进入市场之后，价格就会下降。 撇脂定价是一种适用于新产品的策略，这种新产品也是一种新类型的产品， 还没有产品模仿的竞争者或替代品。创造革新产品的公司可以设定较高的初 始价格，从而“攫取”市场收入。然而，撇脂定价只在某些情况下有效： 条件1)：产品的质量和形象必须足以支撑其高昂的价格，并且有足够多的买 家想要并愿意以较高的价格购买该产品。 条件2)：生产小批量产品的成本不能高到“吃掉”高价带来的优势。 条件3)：竞争对手进入市场并迅速降低价格是易做到的。 采用撇脂定价的目的是在替代品或仿制品进入市场之前，从市场上尽可能多 地攫取收入。一旦市场被“撇脂”，该公司就可以大幅降价，以吸引低端买家， 同时让竞争对手无法在价格上展开竞争。
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参考译文
2.1溢价定价 当企业推出一种新产品时，他们使用一种溢价定价策略，这种新产 品与同类产品相比具有明显的竞争优势。高售价产品的定价高于竞 争对手的产品。 溢价定价在产品生命周期的初期最为有效。出售具有独特属性的商 品的小企业能够更好地使用溢价定价。 为了让高价位更容易让消费者接受，公司试图创造一种形象，让消 费者认为产品有价值，值得更高的价格。除了给人一种高质量产品 的印象，公司还需要同步其营销力度，产品包装，甚至店内的装饰 都必须支持产品物有所值的形象。
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国际商务 查尔斯w.l.希尔 第七版 原版官方pptchap009
The Nature Of The Foreign Exchange Market
·High-speed computer linkages between trading centers around the globe have effectively created a single market— there is no significant difference between exchange rates quotes in the differing trading centers · I f exchange rates quoted in different markets were not essentially the same, there would be an opportunity for arbitrage (the process of buying a currency low and selling it high), and the gap would close ·Most transactions involve dollars on one side— it is a vehicle currency along with the euro, the Japanese yen, and the British pound
Introduction
·A firm ’ s sales, profits, and strategy are affected by events in the foreign exchange market ·The foreign exchange market is a market for converting the currency of one country into that of another country · The exchange rate is the rate at which one currency is converted into another
Securities Law
Securities Law of the People's Republic of China2009-04-29(Adopted at the 6th Meeting of the Standing Committee of the Ninth National People’s Congress on December 29, 1998, promulgated by Order No. 12 of the President of the People’s Republic of Chin a on December 29, 1998, and amended according to the Decision of the Standing Committee of the Tenth National People’s Congress on Amending the Securities Law of the People’s Republic of China adopted at its 11th Meeting on August 28, 2004)ContentsChapter I General ProvisionsChapter II Issuing of SecuritiesChapter III Trading of SecuritiesSection 1 General RegulationsSection 2 Listing of SecuritiesSection 3 Continuing Disclosure of InformationSection 4 Prohibited Trading ActsChapter IV Takeover of Listed CompaniesChapter V Stock ExchangesChapter VI Securities CompaniesChapter VII Securities Registration and Clearing InstitutionsChapter VIII Securities Trading Service OrganizationsChapter IX The Securities Industry AssociationChapter X Securities Regulatory AuthorityChapter XI Legal LiabilityChapter XII Supplementary ProvisionsChapter I General ProvisionsArticle 1 This Law is enacted in order to standardize the issuing and trading of securities, protect the lawful rights and interests of investors, safeguard the economic order and public interests of society and promote the development of the socialist market economy.Article 2 This Law is applicable to the issuing and trading in China of shares, corporate bonds and such other securities as are lawfully recognized by the State Council. Where their issuing and trading are not covered by this Law, the provisions of the Company Law and other laws and administrative regulations shall apply.The issuing and trading of government bonds shall be separately provided for in laws and administrative regulations.Article 3 Securities shall be issued and traded in line with the principles of openness, fairness and equitability.Article 4 The parties involved in the issuing and trading of securities shall have equal legal status and adhere to the principles of voluntariness, compensation and good faith.Article 5 Securities shall be issued and traded in accordance with laws and administrative regulations. Fraudulent and insider trading and manipulation of the securities trading market are prohibited.Article 6 Securities business shall be engaged in and administered as a business separate from the banking business, trust business and insurance business. Securities companies shall be established separately from banks, trust companies and insurance companies.Article 7 The securities regulatory authority under the State Council shall, in accordance with law, implement centralized and unified regulation of the securities market nationwide.The securities regulatory authority under the State Council may, where necessary, establish offices which shall perform the regulatory functions as authorized.Article 8 On condition that the State regulates the issuing and trading of securities on a centralized and unified basis, a Securities Industry Association shall, in accordance with law, be established for self-regulation.Article 9 The State audit authority shall, in accordance with law and through auditing, supervise stock exchanges, securities companies, securities registration and clearing institutions and the securities regulatory authority.Chapter II Issuing of SecuritiesArticle 10 Public offerings of securities shall meet the conditions prescribed in laws and administrative regulations and shall, in accordance with law, be reported to the securities regulatory authority under the State Council or the department authorized by the State Council for verification or examination and approval. No unit or individual may make a public offerings of securities if the same has not been verified or examined and approved according to law.Article 11 Public offerings of shares shall, in compliance with the conditions provided for in the Company Law, be reported to the securities regulatory authority under the State Council for verification. The issuer shall submit to the said authority the application documents prescribed in the Company Law and the relevant documents specified by the authority.The issuing of corporate bonds shall, in compliance with the conditions provided for in the Company Law, be reported to the department authorized by the State Council for examination and approval. The issuer shall submit to the department authorized by the State Council the application documents prescribed in the Company Law and the relevant documents specified by the said department.Article 12 The formats and ways of delivery of the application documents to be submitted by an issuer who applies, according to law, for public offerings of securities shall be prescribed by the authority or department legally responsible for verification or examination and approval.Article 13 The application documents for the issuing of securities submitted by an issuer to the securities regulatory authority under the State Council or the department authorized by the State Council shall be truthful, accurate and complete. Professional institutions and individuals that produce relevant documents for the issuance of securities shall strictly perform their statutory duties and warrant the truthfulness, accuracy and completeness of the documents that they produce.Article 14 In the securities regulatory authority under the State Council an issuance examination commission shall be established to examine according to law applications for issuance of shares.The issuance examination commission shall be composed of professionals from the securities regulatory authority under the State Council and other relevant specialists engaged from outside the said authority, who shall vote on applications for issuance of shares and state their opinions after examination.The specific measures for forming the issuance examination commission, the term of office of its members and its working procedures shall be formulated by the securities regulatory authority under the State Council and submitted to the State Councilfor approval.Article 15 The securities regulatory authority under the State Council shall, in accordance with the statutory conditions, be responsible for verification of applications for issuance of shares. The verification procedures shall be made public and shall be subject to supervision according to law.The persons involved in the verification of an application for issuance of shares may not have any interests to share with or accept gifts from the applicant, or hold shares the application for the issuance of which they have verified, or have any private contact with the applicant.The department authorized by the State Council shall examine and approve applications for issuance of corporate bonds by reference to the provisions in the preceding two paragraphs.Article 16 The securities regulatory authority under the State Council or the department authorized by the State Council shall make a decision on application documents for the issuing of securities within three months from the date of acceptance of the same. If it refuses to verify the application documents or to grant approval to the same upon examination, it shall state its reasons.Article 17 Once an application for issuance of securities has been verified or approved upon examination, the issuer shall announce the public offering documents prior to the public offering of the securities, as prescribed in laws and administrative regulations, and make the said documents available at the designated places for the public to consult.Before information about the issuing of securities is announced according to law, no person in the know may make public or divulge such information.No issuer may issue securities before announcing the public offering documents.Article 18 If the securities regulatory authority under the State Council or the department authorized by the State Council discovers that a decision it has made to verify or approve upon examination the issuing of securities does not conform to the provisions of laws or administrative regulations, it shall revoke the decision. If the relevant securities have not yet been issued, they shall be kept from being issued; if they have already been issued, the holders of the securities may require the issuer to refund their money at the issue price plus bank deposit interest for the same period.Article 19 After shares have been issued according to law, the issuer shall itself be responsible for any change in its operation or earnings; and the investors shall themselves be responsible for any investment risks caused by such change.Article 20 To issue new shares, listed companies shall meet the conditions provided for in the Company Law for the issuance of new shares. Such shares may be issued in the form of a public offering or be allocated as divided to the existing shareholders. The proceeds of a share issue by a listed company shall be used in adherence to the purpose of the funds as described in the share prospectus. Any change in the purpose of the funds described in the share prospectus shall be subject to approval by the shareholders’ general meeting. If a change in the purpose is made without authorization and is not rectified, or if such a ch ange is not subsequently ratified by the shareholders’ general meeting, no new shares may be issued.Article 21 Securities companies shall, in accordance with the provisions of laws and administrative regulations, underwrite the securities to be issued to the public by issuers. Securities shall be underwritten on an agency basis or on a sole agency basis. “Underwriting securities on an agency basis” means the way whereby the securities company sells securities as the agent of th e issuer and, at the end of the underwriting period, returns to the issuer all the securities that remain unsold.“Underwriting securities on a sole agency basis” means the way whereby the securities company purchases, pursuant to an agreement, all the securities to be issued by the issuer or whereby it purchases, at the end of the underwriting period, all the securities that remain after sale.Article 22 An issuer that makes a public offering of securities shall have the right, independently and according to law, to select a securities company to underwrite its securities. Securities companies may not solicit securities underwriting business by means of unfair competition.Article 23 To underwrite securities, the securities company shall enter into an agreement with the issuer for underwriting as an agent or as a sole agent. Such agreement shall include the following:(1) the names and domiciles of the parties and the names of their legal representatives;(2) the type, quantity, amount and issuing price of the securities to be underwriten on an agency basis or on a sole agency basis;(3) the period during which securities are issued on an agency basis or on a sole agency basis, including the commencement and termination dates of the period;(4) the means and date of payment of the proceeds from sale on an agency basis or on a sole agency basis;(5) the fees for sale on an agency basis or on a sole agency basis and the means of settlement thereof;(6) liability for breach of contract; and(7) other matters prescribed by the securities regulatory authority under the State Council.Article 24 To underwrite securities, a securities company shall examine the truthfulness, accuracy and completeness of the public offering documents. If it finds any falsehoods, misleading statements or major omissions in such documents, it may not carry out the sales activities. If it has already begun to sell the securities, it shall immediately discontinue the sales activities and adopt remedial measures.Article 25 Securities to be offered to the public with a total face value exceeding RMB 50 million yuan shall be underwritten by an underwriting syndicate. An underwriting syndicate shall be composed of a securities company acting as the lead underwriter and securities companies acting as participating underwriters.Article 26 The maximum period for underwriting securities on an agency basis or on a sole agency basis shall be 90 days. During the period for securities underwritten on an agency basis or on a sole agency basis, securities companies shall ensure that such securities are first sold to subscribers. Securities companies may not reserve, in advance, for themselves securities which they underwrite as agents, or purchase, in advance, and retain securities which they underwrite as the sole agents.Article 27 Securities companies that underwrite securities as the sole agents, shall within 15 days after the expiration of the period for underwriting as the sole agents, report the details of such underwriting to the securities regulatory authority under the State Council for the record.Securities companies that underwrite securities as agents shall, in conjunction with the issuer and within 15 days after the expiration of the period for underwriting as agents, report the details of such underwriting to the securities regulatory authority under the State Council for the record.Article 28 Where shares are issued at a premium, the issue price shall be determined through consultation between the issuer and the securities underwriting company.Article 29 Enterprises in China that intend to directly or indirectly issue securities abroad or to list their securities for trading abroad shall be subject to approval by the securities regulatory authority under the State Council.Chapter III Trading of SecuritiesSection 1 General RegulationsArticle 30 Securities purchased or sold according to law by the parties to a securities transaction shall be securities that have been issued and delivered according to law.Securities that have not been issued according to law may not be purchased or sold.Article 31 Where the transfer of shares, corporate bonds and other securities issued according to law is prohibited by law within a certain period, they may not be purchased or sold during the period.Article 32 Shares, corporate bonds and other securities that have been lawfully approved for trading shall be quoted and traded on stock exchanges.Article 33 Securities that are quoted and traded on stock exchanges shall be traded in the manner of public, centralized trading at competing prices.Centralized competitive pricing for securities trading shall follow the principle of price precedence and time precedence.Article 34 The securities purchased and sold by the parties to a securities transaction may be in the form of scrip or such other forms as prescribed by the securities regulatory authority under the State Council.Article 35 Securities trading shall take the form of spot transaction.Article 36 Securities companies may not engage in securities trading activities by providing the clients with funds or securities obtained.Article 37 Employees of stock exchanges, securities companies and securities registration and clearing institutions, staff members of the securities regulatory authority, and other persons prohibited by laws and administrative regulations from participating in share trading may not, while in office or during the statutory period, hold, purchase or sell shares directly or under an assumed name or under the name of another, nor may they receive or accept shares as gifts.When anyone becomes an employee, a staff member or a person as mentioned in the preceding paragraph, he shall, in accordance with law, transfer all the shares he is holding.Article 38 Stock exchanges, securities companies and securities registration and clearing institutions shall, in accordance with law, keep confidential the accounts opened for their clients.Article 39 Professional institutions and individuals that produce documents such as audit reports, asset appraisal reports and legal opinions for share issuance may not purchase or sell the shares in question during the underwriting period for such shares and for a period of six months after the expiration thereof.In addition to the provisions of the preceding paragraph, professional institutions and individuals that produce documents such as audit reports, asset appraisal reports and legal opinions for listed companies may not purchase or sell the shares in question from the date on which they accept the entrustment by the listed company to the sixth day after the said documents are made public.Article 40 The fees charged for securities trading shall be reasonable. The items for which fees are charged, the rates for the fees and the collection methods shall be made public.The items for which fees are charged, the rates for the fees and administrative measures in securities trading shall be prescribed by the relevant administrative department under the State Council in a unified manner.Article 41 A shareholder that holds five percent of the shares issued by a company limited by shares shall, within three days from the date on which the number of shares held by him reaches this percentage, report the same to the company, which shall, within three days from the date on which it receives the report, report the same to the securities regulatory authority under the State Council. If the company is a listed company, it shall report the matter to the stock exchange at the same time.Article 42 If the shareholder described in the preceding article sells, within six months of purchase, the shares he holds of the said company or repurchases the shares within six months after selling the same, the earnings so obtained by the shareholder shall belong to the company and be recovered by the board of directors of the company. However, a securities company that has a shareholding of not less than five percent due to purchase of the remaining shares in the capacity of a company that underwrites as the sole agent shall not be subject to the restriction of six months when selling the said shares.If the company’s board of directors fails to comply with the provisions of the preceding paragraph, the other shareholders sh all have the right to require the board of directors to comply.If the company’s board of directors fails to comply wi th the provisions of the first paragraph and thereby causes losses to the company, the directors responsible therefor shall bear joint and several liabilities for the losses.Section 2 Listing of SecuritiesArticle 43 Before a company limited by shares applies for listing of its shares, it shall report to the securities regulatory authority under the State Council for verification.The securities regulatory authority under the State Council may authorize a stock exchange, pursuant to the statutory conditions and procedures, to verify the application for share listing.Article 44 The State encourages companies that conform to industrial policies and meet the conditions for listing to have their shares listed.Article 45 When applying for share listing to the securities regulatory authority under the State Council, the company shall provide the following documents:(1) the listing report;(2) the resolution adopted at the shareholders’ general meeting concerning the application for listing;(3) the company’s articles of association;(4) the company’s business license;(5) the financial and accounting reports of the company for the last three years, or since establishment, verified by the statutory verification authority;(6) legal opinions in writing, and a letter of recommendation from a securities company; and(7) the most recent share prospectus.Article 46 After an application for share listing is verified by the securities regulatory authority under the State Council, the issuer shall submit to the stock exchange the verification document and the relevant documents specified in the preceding article.The stock exchange shall make arrangements for the listing and trading of the said shares within six months from the date of receiving the documents specified in the preceding paragraph and submitted by the issuer of the shares.Article 47 After an application for share listing obtains consent from the stock exchange, the listed company shall, five days prior to the listing, announce the verified documents relating to the said share listing and make such documents available at designated places for the public to consult.Article 48 In addition to announcing the listing application documents mentioned in the preceding article, listed companies shall make the following matters known to the general public:(1) the date on which the shares are approved for trading on the stock exchange;(2) a name list of the 10 shareholders who hold the largest numbers of the shares in the company and the number of shares held by each of them;(3) the names of the directors, supervisors, manager and related senior management persons, and particulars of their holding of the company’s shares and/or bonds.Article 49 When a listed company ceases to meet the conditions for listing prescribed in the Company Law, the listing of its shares shall be suspended or terminated in accordance with law.Article 50 Companies that apply for listing and trading of corporate bonds issued by them shall be subject to verification by stock exchanges pursuant to the statutory conditions and procedures.Article 51 A company that applies for listing and trading of its corporate bonds shall meet the following conditions:(1) the term of the corporate bonds is not less than one year;(2) the amount of corporate bonds to be actually issued is not less than 50 million yuan; and(3) the company still meets the statutory conditions for the issuing of corporate bonds at the time of application for the listing of its bonds.Article 52 When applying for listing of corporate bonds to the securities regulatory authority under the State Council, the company shall provide the following documents:(1) the listing report;(2) the resolution adopted by the board of directors concerning the application for listing;(3) t he company’s articles of association;(4) the company’s business license;(5) measures for offer of the corporate bonds; and(6) the number of corporate bonds to be actually issued.Article 53 After an application for listing of corporate bonds is verified by the securities regulatory authority under the State Council, the issuer shall submit to the stock exchange the verification document and the relevant documents specified in the preceding article.The stock exchange shall make arrangements for the listing and trading of the said bonds within three months from the date of receiving the documents specified in the preceding paragraph and submitted by the issuer of the bonds.Article 54 After an application for listing of corporate bonds obtains consent from the stock exchange, the issuer shall, five days prior to the listing of the corporate bonds, announce its report for listing of the corporate bonds, the verification document and the documents relating to its application for the listing and make its application documents available at the designated places for the public to consult.Article 55 After corporate bonds are listed, the securities regulatory authority under the State Council may decide to suspend their listing:(1) if the company commits a major illegal act;(2) if the company no longer meets the conditions for listing corporate bonds due to a major change in it;(3) if the proceeds of the corporate bond issuance are not used for purposes approved by the examination and approval authority;(4) if the company fails to perform its obligations stipulated in the measures for offer of corporate bonds; or(5) if the company has been operating at a loss over the past two years.Article 56 If a company is in the situation described in Sub-paragraph (1) or (4) of the preceding article and the consequences are verified to be serious, or if a company is in the situation described in Subparagraph (2), (3), or (5) of the preceding article and fails to eliminate the same within a specified time limit, the securities regulatory authority under the State Council shall decide to terminate the listing of the company’s bonds.If a company is dissolved, lawfully ordered to close down or declared bankrupt, the stock exchange shall terminate the listing of the company’s bonds and report the same to the securities regulatory authority under the State Council for the record.Article 57 The securities regulatory authority order the State Council may authorize stock exchanges to lawfully suspend or terminate the listing of shares or corporate bonds.Section 3 Continuing Disclosure of InformationArticle 58 Pursuant to the Company Law, a share prospectus or measures for offering of corporate bonds shall be announced where shares are issued according to law upon verification by the securities regulatory authority under the State Council or where corporate bonds are issued according to law upon approval by the department authorized by the State Council. When new shares or corporate bonds are issued according to law, financial and accounting reports shall, in addition, be announced.Article 59 The documents for the issuing and listing of shares or corporate bonds announced by companies shall be truthful, accurate and complete; they may not contain any falsehoods, misleading statements or major omissions.Article 60 Companies whose shares or bonds are listed for trading shall, within two months following the end of the first half of each fiscal year, submit to the securities regulatory authority under the State Council and the stock exchange an interim report with the following contents and announce the same:(1) the company’s financial and accounting reports and business situation;(2) major litigation involving the company;(3) the particulars of any changes in the shares or corporate bonds already issued;(4) any important matters submitted to the shareholders’ general meeting for consideration; and(5) other matters specified by the securities regulatory authority under the State Council.Article 61 Companies whose shares or bonds are listed for trading shall, within four months following the end of each fiscal year, submit to the securities regulatory authority under the State Council and the stock exchange an annual report with the following contents and announce the same:(1) a brief account of the company's general situation;(2) the company’s financial and accounting reports and business situation;(3) a brief introduction to the directors, supervisors, managers and the senior management persons and information with respect to their shareholdings;(4) the details of shares and corporate bonds already issued, including the name list of the 10 shareholders who hold the largest numbers of the shares in the company and the number of shares held by each of them; and(5) other matters specified by the securities regulatory authority under the State Council.Article 62 When a major event occurs that may considerably affect the price at which a listed company’s shares are traded and that is not yet known to the investors, the listed company shall immediately submit an ad hoc report on the details of such major event to the securities regulatory authority under the State Council and to the stock exchange and make the same known to the general public. In the report the essence of the event shall be stated clearly.For purposes of the preceding paragraph, the term “major event” means:(1) a major change in the company’s business guidelines or scope of business;(2) a decision made by the company concerning a major investment or major asset purchase;(3) conclusion by the company of an important contract which may have an important effect on the company’s assets, liabilitie s, rights, interests or business results;(4) incurrence by the company of a major debt or default on an overdue major debt;(5) incurrence by the company of a major deficit or incurrence of a major loss exceeding 10 percent of the company’s net asse ts;(6) a major change in the external conditions of the company’s production or business;(7) a change in the chairman of the board of direction, not less than one-third of the directors or the manager of the company;(8) a considerable change in the holdings of shareholders who each hold not less than five percent of the company’s shares;(9) a decision made by the company to reduce its capital, to merge, to divide, to dissolve, or to apply for bankruptcy;(10)major litigation involving the company, or lawful cancellation by a court of a resolution adopted by the shareholders’ ge neral meeting or the board of directors; or(11)other events specified in laws or administrative regulations.Article 63 If the share prospectus, measures for offering of corporate bonds, financial or accounting report, listing report document, annual report, interim report or ad hoc report announced by an issuer or securities underwriting company contain or contains any falsehood, misleading statement or major omission, thus causing losses to investors in the course of securities trading, the issuer or the company shall be liable for the losses and the responsible director(s), supervisor(s) and/or the manger of the issuer or the company shall be jointly and severally liable for such losses.Article 64 Announcements to be made in accordance with laws or administrative regulations shall be published in the newspapers, periodicals or the dedicated gazette specified by the relevant department of the State. In addition, such announcements shall be made available at the company’s domicile and the stock exchange for the public to consult.Article 65 The securities regulatory authority under the State Council shall supervise the annual reports, interim reports, ad hoc reports and announcements of listed companies, as well as the distribution or rationing of new shares of such companies. Before company announcements are made as required by laws or administrative regulations, the securities regulatory authority, the stock exchanges, the securities underwriting companies and the individuals concerned may not divulge the contents of such announcements.Article 66 When the securities regulatory authority under the State Council disqualifies for listing a listed company that commits a major illegal act or does not meet other listing conditions, it shall announce the same without delay.When a stock exchange, pursuant to its authorization, makes a decision as specified in the preceding paragraph, it shall, without delay, announce the decision and submit it to the securities regulatory authority under the State Council for the record.Section 4 Prohibited Trading ActivitiesArticle 67 Persons with insider information on securities trading are prohibited to take advantage of such insider information to engage in securities trading.Article 68 The following persons are persons with insider information on securities trading:(1) directors, supervisors, managers, deputy managers and other senior management persons concerned of the companies that。
Marketing Chapter 7
Marketing
• Target Costing example:
• I want to make a product that I can sell for 20 RMB.
• I want a 50% (10 RMB) profit • I have to find a way to make this product for 10
Marketing
• Reference Prices
• A price that customers carry in their mind that tell them whether or not they are paying too much for something
Marketing
• Promotional Pricing
• Temporary pricing products below normal price and/or cost to increase short-term sales.
• Discount
Marketing
• A straight reduction in price on a purchase for a set period of time.
• A store has a “30% off” sale for one week.
Marketing
• Allowances
Marketing
Chapter 7 Pricing Considerations and
Approaches
Marketing
Target Costing
Pricing that starts with an ideal selling price, then targets production costs to ensure that the
商务英语chapter 7
Quantity
9
Could you cite some closest examples of pure competition? Suppose you are a manager of a firm in an purely competitive market, what measures will you take to compete with other competitors?
Many
Many Homogeneous Free entry Perfect 25 Information
3. Products No close substitute nature 4. Ease of entry
availability Forbidden
5. Information Restricted
Chapter 7
Market Structure
1
Concept Tour
Market
Market Structure
Perfect/Pure Competition Imperfey
Monopolistic Competition
2
What is a “MARKET” ?
10
Four Features: 1. Large No. of Buyers & Sellers 2. Differentiated Products 3. Free Entry & Exit 4. Imperfect Market Information
11
Product Differentiation A firm can use product differentiation to promote sales.
Smart Ads插件用户指南说明书
User Guide for MerchantsContentsW HAT I S S MART A DS P LUGIN? (3)S tep 1 – D ownload S mart A ds (6)S tep 2 – R egister (7)S tep 3 – E dit p lugin s ettings (8)YOUR C REDENTIALS (8)SETTINGS F OR O PT I N (8)I w ant m y c ustomers t o o pt i n (8)I o pt i n m y c ustomers (8)REWARDS (10)BRAND A DVERTISEMENT (11)Step 1: T urn b rand a dvertisement o n (11)Step 2: S elect t he b rands y ou p refer t o w ork w ith (11)Step 3: S elect t he b est p ositions i n y our s tore f or a ds (11)EMAIL A UTOMATION (16)CONTACT U S (17)SMART A DS I N T HE E YES O F Y OUR C USTOMERS (18)Step 1: L ogin (18)Step 2: S elect S mart R ewards (18)Step 3: G et d etailed S mart R ewards p rogram i nformation (19)Step 4: E njoy r ewards w ith e very p urchase (21)PORTAL: C reate r ewards (23)PORTAL: C reate E mail C ampaigns (25)PORTAL: C reate E mail T emplates (28)A bout (32)WHAT IS SMART ADS PLUGIN?Smart Engine's Smart Ads plugin is based on an award-‐winning cloud-‐based ad platform that enables merchants, brands, and advertisers to deliver relevant ads and offers to consumers through their eCommerce site, eCommerce checkout, mobile payment platform, and POS/mPOS.As a Magento merchant, you can monetize your webshop, enhance client interaction through email marketing, reward loyal customers, and get paid by premium brands for promotion.Competing with the Amazons of the world isn’t easy but not impossible either. Successful online marketing today depends on timely, relevant ads – creating a personalized customer experience. Satisfied customers are more loyal and generate 30% more sales. Rewards and promotions make them feel special. Loyalty points when shopping with you or special promotions on their birthday are just two examples of how to strengthen customer relationships that have proved successful time and again.An easy solutionThe Smart Ads plugin for Magento offers a powerful reward program, top brand advertising, and email marketing options to monetize your eCommerce site. The positive impact is reflected by:Ø 30% more sales from loyal customersØ 3x better conversion rates with audience targetingØ 20% revenue increase from brand advertisingThe Smart Ads plugin offers you a combination of a powerful rewards program and brands advertising to monetize your eCommerce site.We believe that successful online marketing directly relates to timely and relevant ads. It is all about the personalized customer experience. Satisfied customers are more loyal and generate 30% more sales. Rewards and promotions make them feel special. Offer them to collect loyaltypoints when they shop with you or send them special promotions on their birthday – this will make them come back and stay.You decide to monetize your shop with brand advertising but you don’t have the time and skills to do it? We do it for you. You select the brands you prefer and the best position in your store – landing page, catalog page, product detailed page, top banners, footer – you have the choice. We collect your preferred brand ads and select the most relevant for each visitor in real time utilizing latest machine learning technologies. Our programmatic ads exchange provides up to 3 times better conversion than other ads platforms. It accelerates your shop’s customer experience and creates more loyalty. This competitive advantage directly translates into premium income for you!By using our plug-‐in, you will realize:• 30% more sales from loyal customers• 3 times better conversion rates with audience targeting• 20% revenue increase from brands advertisingThe Rewards componentWe provide you with a solid rewards solution with all functions you need to boost loyalty and retention. You do not have to choose between multiple functionality packages and sophisticated pricing scheme, just to find out that you are being charged for functionality with you never need or you have to become marketing professional or IT geek to be able to use it. Loyalty and rewards only works when it is simple, easy and transparent – for you and for your customers. Based on our years of experience in this field we put together a package for you with includes everything you and your customers will need.Simply use the following features by just a few clicks:-‐Points rewards-‐Welcome offer-‐Earn points offer-‐Redeem points offer-‐Special promotions-‐Audience TargetingPerformance dashboardSmart Ads provides powerful reporting that allows you to view powerful graphs and reports. You choose time ranges and data that you want to see in your reports and Smart Ads does the rest providing you with insights into your customer’s purchasing habits including their earned, bought, redeemed and gifted points.By encouraging customers to stick to your brand and rewarding them with points, for doing so, it’s an easy win-‐win situation for all parties involved. As per multiple studies and reports, 45% of users successfully convert into paying customers within the first minutes of visiting your shop.Brand advertising easy made for youOur SmartAds platform includes an advertising exchange for brand advertising. This makes our platform unique on the market and opens you the way to enter the next level of marketing. Brand Advertising is the key monetization component that is typically available only for big online retailers as the certain reach necessary to make an advertising play work.Before Smart Ads, brand advertising was a premium service for big online retailers with millions of monthly visitors that could afford big upfront investment into agency and technical set up. It’s not a secret that big brands and advertisers are looking to cooperate with shops with millions of monthly visitors. We make it affordable to every Magento merchant.You select the brands you prefer and the best position in your store – landing page, catalog page, product detailed page, top banners, footer at Smart Ads admin page and send us email with your confirmation to allow brand advertising. We collect the brands and agree with you on advertising start time.You receive premium income from brands and provide your customers with personalized experience to discover new products, easily find products they like and buy them.Step 1 – Download Smart AdsTo enjoy Smart Ads, download the extension on the Magento Marketplace.To install Smart Ads, please follow this 3 steps:-‐Step 1: Download the extension in the Magento Marketplace-‐Step 2: Install the extension (like any other extensions) using Magento Web Setup Wizard -‐Step 3: Go to the Smart Ads Admin Page and start configure settingsContact us at ****************************** if you need help.Step 2 – RegisterTo start using Smart Ads, you should register with credentials that you especially define for this extension.Once you have downloaded the extension, you will be redirected to the Smart Ads dashboard where you can enter your username and your password. These credentials are specially defined for Smart Ads.Once you are registered and connected to the extension dashboard, you will be able to see and use all the features.Login for demo merchant:Username: ***************************Password: 123456Complete your company profile at https://smartengine.solutions/ecommerce/. Login with your credentials and fill in company profile information.After logging in with your plugin credentials, you will be redirected to the ‘Profile’ and ‘Finance’ tabs from the top navigation panel. Complete your registration and enjoy Smart Ads!Step 3 – Edit plugin settingsOnce you have downloaded the plugin and registered with your credentials, you can start editing your settings.YOUR CREDENTIALSIn this section you can see what user name and what password you are registered with. If you want to change your credentials, please go to the merchant portal.SETTINGS FOR OPT INThese are settings of your rewards program.I want my customers to opt inOpt – in is the active choice your customer has to make in order to take part in your rewards program. During the first purchase a pop up appears, where the customer needs to agree to Terms and Conditions of your rewards program.I opt in my customers+43 1 919 504 1 100 ****************************** Smart Ads User Guide for MerchantIf you want that your customers automatically take part to your program, you can choose this option. No opt-‐in is required from your customers. They enjoy your rewards program without any extra steps. This option is recommended if your customers already provided their consent to your loyalty activities or if there is no consent legally required at your region of operations.+43 1 919 504 1 100 Smart Ads User Guide****************************** REWARDSYou can create offers for your customers. Decide if you want to let them earn or spend points onyour whole brands or on a particular product. Offer them points for their birthday or to thankthem for their loyalty.Points rewards: You decide how many points are rewarded for money spent or product bought.Welcome offer: You decide what discount or points a customer earns when they sign up.Earn points offer: You decide whether customers can buy loyalty points for specific productor product category and for how much.Redeem points offer: You decide on your premium sales campaigns for your loyal customerswhere they can buy products by paying partially with points.Special promotions: You set special offers on a customer’s birthday or the ability to giftpoints to a friend or earn points for referring a friend when they join the program.Audience Targeting: You set up email campaigns for targeted audience with special promotions.Head over to https://smartengine.solutions/ecommerce/ to create rewards, get customer insightand performance reports.BRAND ADVERTISEMENTStep 1: Turn brand advertisement onWith Smart Ads, you are able to monetize your shop with brand advertising. All you have to do is to choose the brands you would like to work with, we will take care of the rest for you.You will receive income from brands and provide your customers with personalized experience to discover new products, easily find products they like and buy them.Step 2: Select the brands you prefer to work withIn this section you can define and select which brands you want to promote. Type the name in the field, click on add and the brand will appear in the field bellow. You can leave this section open, so that quality brands in your category can participate.Step 3: Select the best positions in your store for adsIn this section you can decide where you want to show the banners.Note, you can change your preferences any time by turning off a previously selected position for ads on your website. If you turn off ads’ position, no further ads will be shown on that position.Based on your preferences defined in this section, we will contact your selected brands and come back to you with the information about the brands that agreed to participate and timing of their ads and places from your selection where they would like to post their ads.If you choose to show banners on the home page:-‐Advertisers can capture your customer’s attention right when he / she starts his / her journey on your homepage at a premium price-‐Banners are shown for registered and non-‐registered users of Smart Ads plug-‐in-‐Mobile: 737 px x 360 px; format: jpg /png; file size: max 200KB-‐Desktop: 1240 px x 675 px, format: jpg /png; file size: max 200KBIf you choose to show banner on the catalog page:-‐Advertisers can bid their products up the catalogues and drive their brands visibility -‐Mobile: generated from existing product images-‐Desktop: generated from existing product imagesIf you choose to show banners on the product detailed page:-‐Advertisers can bid their products to be shown on the first X propositions in the product recommendation lists on the product detailed page and drive their brands visibility-‐Mobile: generated from existing product images-‐Desktop: generated from existing product imagesIf you choose to show banners on the success page top banner:-‐Advertisers can capture your customer’s attention at the end of the purchase process -‐Mobile: 737 px x 500 px; format: JPG, PNG, GIF, HTML5; File Size: Max. 100 kb.-‐Desktop: 600 x 500 px; format: JPG, PNG, GIF, HTML5; File Size: Max. 100 kb.If you choose to show banners on the success page banner:-‐Advertisers can capture your customer’s attention at the end of the purchase process. Up to 3 banners can be enabled-‐Mobile: 737 px x 300 px; format: JPG. File Size: Max. 100 kb.-‐Desktop: 600 x 300 px; format: JPG. File Size: Max. 100 kb.If you choose to show banners on the footer ad:-‐Advertisers can address specific audiences with dynamic banners based on Smart Ads analytics-‐Address specific audiences based on our data and insights-‐Mobile: 737 x 300 px; format: JPG. File Size: Max. 100 kb.-‐Desktop: 1240 x 130 px; format: JPG. File Size: Max. 100 kb.After any changes, do not forget to save your setting by clicking on the “Save Config” button in the right top corner. As soon as you saved it, we will get automatic notification of your choices and will start contacting brands.EMAIL AUTOMATIONThis block is displayed in the admin part of plugin below the ‘Brand Advertisement’ block in the ‘Smart Ads’ configuration page. If you select “I’d love to use email automation”, you will be able design beautiful email templates and send out automatic email campaigns based on the customer actions or lack of action in your webshop.If you select option “I opt-‐in my registered customers for email updates”, your registered customers that provided you with their valid email addresses, will be able to receive your email campaigns.If you select option “I let my shop visitors sign up for email updates”, your visitors will receive an automatic pop up inviting them to sign in for a newsletter.You can design the look and feel of the automatic pop up using the designer form below.CONTACT USDo you have a problem or do you want to get in touch? Confirm your intention to enable brand advertising by sending us a short email. Ask questions and provide us with any additional information, we will contact you as soon as possible.SMART ADS IN THE EYES OF YOUR CUSTOMERSAs a merchant, you can see how the extension looks like for your customers.•For Magento Quality Assurance Tester, please use these credentials: Username: *********************Password: **********************Please proceed as follow:Step 1: LoginTo test Smart Ads from a customer perspective, you can login with the credentials above.Step 2: Select Smart RewardsClick on “Smart Rewards” at the end of the list.Step 3: Get detailed Smart Rewards program informationIn this section you can have an overview of all the features of the Smart Rewards dashboard (see screenshots below).Your loyalty points: In this section, your customers will have a look at their points balance (screenshot 1).Invite your friends: Your customers can invite friends and get e.g. 5 points for each new registration. You can decide how many points you want to offer them for this offer. Customers can invite friends via e-‐mail or via Facebook (screenshot 1).Welcome Discount: You can offer your customers discount for their first purchase. They simply will redeem points during checkout (screenshot 1).Earn Loyalty Points: Every time your customers shop at your store, they will earn loyalty points. You can decide how many points for which purchase amount they will earn (screenshot 1).How to Spend Points: Your customer can spend their points as a real discount (screenshot 1).Earn points with these products: In this section you can choose on which products you want your customers to earn points (screenshot 2).Spend points with these products: In this section you can choose on which products you want your customers to spend points (screenshot 3).Need help? : If your customers have a problem with Smart Rewards, they can contact us any time (screenshot 4).+43 1 919 504 1 100******************************Smart Ads User Guide for MerchantScreenshot 1Screenshot 2Step 4: Enjoy rewards with every purchaseYour customer can choose which color and size they want to order.Screenshot 4Screenshot 3They then click on the cart picture and on …Go to check out“ to proceed to payment.PORTAL: Create rewardsTo complete the payment, customers click on …Place order“.Your customers choose shipping address and specify the shipping and payment method.Smart Ads signals them their points balance and let them choose how many points they want to redeem (e.g 7). The purchase amount will automatically be adjusted when they click on “Redeem points”.Create offers for your customers at merchant portal. After saving, offers appear at your customers’ personal page at your webshop.PORTAL: Create Email CampaignsCreate automated email campaigns for your customers at merchant portal. After saving, campaigns will be automatically sent out to all of your customers on annual basis and to some of your customers based on their actions or lack of actions that you specify as campaign triggers.The ‘Email Campaign’ grid is displayed in three blocks: ‘Customer Lifecycle’, ‘Shopping Cart’ and ‘Annual Campaign’.The email campaign dashboard is your main guide in creating and tracking successful email campaigns. It contains detailed tracking data on how your campaign performs: number of bounced emails, clicks, number of products added to a cart, number of purchases and total purchase amount resulted from a particular campaign.The left column shows three (3) campaign statuses: ‘Running’ – green arrow, ‘Stopped’ – red stop sign and ‘Ended’ – grey arrow.‘Customer Lifecycle’ campaigns are triggered when your customer: (1) registered, (2) subscribed for a newsletter, (3) has a birthday, (4) after X hours / days since your customer last login, (5) after your customer’s first purchase, (6) after your customer’s last purchase, (7) after your customer’s last time viewed product(s) on your website. You can define all or some of those 7 triggers while creating a campaign. You can specify after how many hours, days or even months your campaign shall be triggered after your customer made an eligibility action on your website or after your customer has been inactive on your website.‘Shopping cart” campaigns are triggered when your customer left a cart. You can decide to trigger a campaign only if some particular products are left at a cart, perhaps, because you are trying to sell them faster. Or you can trigger a campaign every time when any of the products are left. This campaign is truly tailored to your customer’s preferences, as it will show them the products they left with a special offer from you.‘Annual campaigns” are triggered at fixed dates of your choice every year. You are only limited with your imagination in specifying those annual events. Is it a Valentine’s day? A special offer day?PORTAL: Create Email TemplatesYour Email Template Creator provides beautiful designs with no coding required. This makes it particularly easy to manage content and layouts for all customers’ lifecycle events.You can access your template creator by clicking on your profile at the right top corner of the merchant portal or by editing your email campaign. After you complete your email template, it’s automatically available at email campaign creation step.To create a new template click on ‘Create Template’ button in the bottom left side of the grid.After saving the template it will be displayed in the list.You can choose to start by modifying our basic template, your previously created template or by creating a new template from scratch.Your Email Template Creator allows you to add and modify any part of your template without any programming effort. After clicking on “Edit” button, simply select a block you wish to edit – it will be highlighted by yellow. Click on “Pencil” button to edit or “Trash bin” button to delete.AboutSmart Engine is an international technology company with offices in New York, Vienna (Austria) and Hong Kong.Our platform, Smart Ads, is an award-‐winning cloud-‐based ad solution that enables merchants, brands, and advertisers to deliver relevant offers and messages to consumers through their eCommerce site, eCommerce checkout, mobile payment platform and POS /mPOS.With Smart Ads, Merchants can compete with the big players in online and offline shopping, significantly increase revenue and create a richer, more relevant customer experience.Do you have any questions? Do not hesitate to contact us:Smart Engine GmbHWienerbergstraße 111100 Wien -‐ AustriaTel: +43 1 919 504 1 100Mail: ******************************www.smartengine.solutions。
跨境电商英语Unit 7——线上营销策略
overhead
•/ˈəʊvəhed/ adj. connected with the general costs of running a business or an organization, for example paying for rent or electricity 经费的；管理费用的 eg. overhead costs 营运开支
How to write an effective product description?
1. Optimizing product pages
• Keep concise titles with the brand and product name along with its benefits.
How to write an effective product description?
4. Pricing competitively
• Take into account all the costs -- marketing, overhead expenses, other fees; • Decide the lowest possible price that you can sell it at; • Decide on an upper limit for your pricing plan.
eg. A degree is an essential prerequisite for employment at this level. 学位是做这级工作必备的先决条件。
authenticity
• /ˌɔːθenˈtɪsəti/ n. the quality of being genuine or true 真实性； 确实性
chapter 7 global products
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Support service component
Support services component: deliveries; warranty; spare parts; repair and maintance; installation; instrutions; other related service.
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Quality defined
质量可以从两个方面来定义：市场感知质 量和性能质量。 Quality can be defined on two dimensions: market-perceived quality and performance quality.
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Return
支持服务成分包括维修和保养、培训、安装、保 证书、送货和提供零配件。The support services component includes repair and maintenance, instructions, installation, warranties, deliveries, and the availability of spare parts.
Protectionism Restrictions on transborder data flows Protection of intellectual property Cultural barriers and adaptation
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Brandsห้องสมุดไป่ตู้in international markets
Global Brand: the worldwide use of a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods or services of a seller and differentiate them from those of competitors.
了不起的盖茨比第七章英语单词知乎
了不起的盖茨比第七章英语单词知乎全文共3篇示例，供读者参考篇1The Vocabulary of Chapter 7 in The Great Gatsby: A Student's In-Depth AnalysisWhat's up, fellow literature lovers and word nerds? Today, we're diving deep into the rich and symbolic vocabulary found in Chapter 7 of F. Scott Fitzgerald's masterpiece, The Great Gatsby. As a student who adores dissecting literary works, I'm thrilled to share my insights and personal interpretations of the language used in this pivotal chapter.First things first, let's set the stage. Chapter 7 is the climax of the novel, where tensions reach a boiling point, and the illusions surrounding Gatsby's persona and his pursuit of Daisy begin to unravel. The atmosphere is thick with dramatic irony, and Fitzgerald masterfully employs evocative diction to convey the underlying emotions and thematic elements.One word that immediately caught my attention is "inexplicable." Fitzgerald describes the "inexplicable certified confusion" surrounding Gatsby's background and wealth. Thisword not only highlights the mystery and ambiguity surrounding Gatsby but also foreshadows the eventual revelation of his shady past and the disillusionment that follows.Moving on, we encounter the phrase "fantastic conceits." This phrase perfectly encapsulates the grandiose delusions and unrealistic expectations that have driven the characters' actions throughout the novel. It's a poignant reminder of the theme of disillusionment and the harsh reality that often shatters our idealized dreams.Another standout word is "appalling." Used to describe Gatsby's reaction to Tom's revelations about his past, it conveys the profound sense of shock and dismay that overwhelms him as his carefully crafted persona crumbles. The intensity of this word mirrors the devastating impact of the truth on Gatsby's psyche.Let's not forget the word "colossal." Fitzgerald employs this adjective to depict the sheer magnitude of Gatsby's illusions and the scale of his dreams. It's a testament to the grandiose nature of his aspirations, which ultimately prove to be his undoing.Shifting gears, the phrase "grotesque, circumstantial" caught my eye. Fitzgerald uses it to describe the evidence Tom presents against Gatsby, hinting at the sordid and unsavory details of his past. This phrase adds a sense of ugliness and distortion to therevelations, further emphasizing the stark contrast between Gatsby's idealized persona and the harsh realities of his life.One word that struck me as particularly powerful is "holocaust." Fitzgerald employs this term to describe the intense emotional turmoil and devastation that Gatsby experiences as his dreams are shattered. The word's connotations of complete destruction and sacrifice resonate deeply with the theme of disillusionment and the sacrifices Gatsby made in pursuit of his dreams.Finally, let's explore the phrase "obscurity borne once more in line of sight." This poetic line refers to the resurfacing of Gatsby's obscure past, which had been carefully concealed until this point. It's a haunting reminder that no matter how hard we try to reinvent ourselves, our pasts have a way of catching up with us, and the truth ultimately prevails.In conclusion, the vocabulary employed by Fitzgerald in Chapter 7 of The Great Gatsby is a masterclass in literary craftsmanship. Each word and phrase is meticulously chosen to convey deeper meanings, symbolism, and thematic elements. From the sense of mystery and ambiguity to the harsh realities of disillusionment, the diction in this chapter is a powerful tool thatenhances the emotional impact of the narrative and leaves a lasting impression on the reader.So, there you have it, my fellow word enthusiasts – a deep dive into the vocabulary of Chapter 7 of The Great Gatsby. I hope this analysis has piqued your interest and inspired you to delve deeper into the rich tapestry of language woven by Fitzgerald in this literary masterpiece.篇2Vocabulary Gems from Chapter 7 of The Great GatsbyHey fellow bookworms! As an avid reader and lover of literature, I always look forward to diving deep into the linguistic riches found in classic novels. Today, I want to share some of the juiciest vocabulary morsels from Chapter 7 of F. Scott Fitzgerald's masterpiece, The Great Gatsby.Let's kick things off with a word that perfectly encapsulates the lavish lifestyle portrayed in the novel: "sumptuous." When Gatsby's house is described as "a solemn, haunting house, broodingly immense among its fringed and sumptuous gardens," the word "sumptuous" conjures up images of extravagant opulence and luxurious splendor. It's a word that screams "over-the-top" and "no expense spared."Speaking of lavish parties, the word "revelers" caught my eye. It refers to the raucous, carefree merrymakers who attended Gatsby's legendary bashes. Can't you just picture a horde of revelers, decked out in their finest threads, dancing the night away with reckless abandon?Now, let's delve into a word that carries a more ominous undertone: "sinister." When Nick describes Gatsby's smile as having "a quality of eternal reassurance in that conclusive smile, the vigorous promise that the rock of the world was founded securely on a fairy's wing," the word "sinister" is used to describe the smile's "sinister resilience." This word choice hints at something darker lurking beneath the surface, foreshadowing the tragic events to come.Moving on, we have the delightfully whimsical word "oblivious." When the narrative states that Gatsby was "oblivious of the sunshine," it paints a vivid picture of someone so lost in their own thoughts and preoccupations that they fail to notice the world around them. It's a relatable feeling we've all experienced at one point or another.Next up is a word that evokes a sense of mystique and intrigue: "inscrutable." When Nick observes Gatsby's "inscrutable vision," it suggests a depth and complexity to Gatsby's characterthat defies easy comprehension. It's a tantalizing hint at the layers of mystery surrounding this enigmatic figure.Let's not forget the deliciously descriptive word "grotesque." When Nick describes the "grotesque, fascinating brightness" of Gatsby's wealth and possessions, it simultaneously conveys a sense of awe and repulsion. It's a word that perfectly captures the allure and excess of the Gatsby lifestyle while hinting at its inherent ugliness.Moving on, we have the evocative word "haunt." When Nick mentions Gatsby's "haunting loneliness," it conjures up images of a specter-like figure, forever trapped in a state of melancholic solitude. It's a word that adds a haunting, ethereal quality to Gatsby's character.Finally, let's explore the word "permeate." When Nick describes the "permeating scent" of Gatsby's house, it creates a vivid sensory experience, as if the reader can smell the rich, lingering aromas wafting through the air. It's a word that adds depth and texture to the descriptive passages.Well, there you have it, fellow word nerds! A tantalizing glimpse into the rich vocabulary that permeates Chapter 7 of The Great Gatsby. Whether you're a seasoned literary connoisseur or a budding bibliophile, these words are sure to add somelinguistic sparkle to your reading experience. Happy reading, and may the words dance off the page and into your heart!篇3The Dazzling Vocabulary of Gatsby's ReunionChapter 7 of The Great Gatsby is a pivotal moment in the novel, where the long-awaited reunion between Gatsby and Daisy finally occurs. As a student of literature, I was struck by the masterful way Fitzgerald uses language to convey the intense emotions and tensions at play during this climactic scene. The vocabulary he employs is rich, evocative, and at times, dazzlingly complex, adding layers of depth and nuance to the narrative. Let's delve into some of the most captivating words and phrases from this chapter.One word that immediately caught my attention was "colossal," used to describe Gatsby's dreams and aspirations. This adjective conjures up images of something vast, monumental, and awe-inspiring, perfectly capturing the grandiose nature of Gatsby's pursuit of Daisy. The word's etymological roots in Greek further emphasize its magnitude, lending a sense of timelessness and universality to Gatsby's desires.Another striking word is "feign," which Fitzgerald employs when describing Gatsby's attempts to appear casual and nonchalant in Daisy's presence. The term "feign" suggests a deliberate act of deception or pretense, hinting at the complex web of emotions and facades that Gatsby has woven around himself. This word choice skillfully underscores the deep vulnerability and insecurity that lie beneath Gatsby's carefully constructed persona.Fitzgerald's use of the word "ineffable" is particularly noteworthy, as he applies it to describe the quality of Gatsby's smile when he finally reunites with Daisy. "Ineffable" suggests something that is too profound or too sublime to be adequately expressed in words, perfectly capturing the depth of Gatsby's emotional state in that moment. This word choice elevates the scene to a level of almost spiritual transcendence, reflecting the intensity of Gatsby's long-held dreams and desires.The phrase "furnace of vitriol" is another evocative turn of phrase that caught my eye. Fitzgerald uses this vivid metaphor to describe Tom Buchanan's simmering anger and hostility towards Gatsby. The word "vitriol" conjures up images of a highly corrosive and toxic substance, while "furnace" implies an intense and uncontrollable heat, together painting a powerful picture ofTom's barely contained rage. This metaphor foreshadows the explosive confrontation that ultimately erupts between the two men, heightening the sense of tension and impending conflict.Fitzgerald's use of the word "appalling" is particularly interesting, as it carries a dual meaning. On one level, it suggests something that is shocking or horrifying, reflecting the profound emotional turmoil and disillusionment that Gatsby experiences as his dreams begin to unravel. However, the word "appalling" can also mean "causing dismay or disappointment," which aptly describes the sense of disenchantment that Gatsby must feel as he realizes the true nature of Daisy's character and the insurmountable challenges standing in the way of their reunion.The phrase "grotesque and fantastic conceits" is another standout example of Fitzgerald's rich vocabulary. "Conceits" refers to fanciful or imaginative notions, while "grotesque" and "fantastic" suggest something that is both distorted and whimsical. This phrase is used to describe the extravagant and over-the-top decorations adorning Gatsby's mansion, reflecting the grandiose and almost absurd lengths to which he has gone in his pursuit of wealth and status – all in an effort to win over Daisy. This vivid description not only paints a striking visualpicture but also serves as a metaphor for the distorted and fantastical nature of Gatsby's dreams and aspirations.Throughout Chapter 7, Fitzgerald employs a multitude of evocative and richly descriptive words and phrases, such as "riotous," "curtains of azaleas," "vanished trees," and "ecstatic caress." These word choices not only create a vivid and immersive reading experience but also serve to reinforce the overarching themes of the novel, such as the futility of pursuing the past, the corrupting influence of wealth and materialism, and the disillusionment that often accompanies the pursuit of idealized dreams.As a student of literature, I am in awe of Fitzgerald's masterful command of language and his ability to weave together words in a way that not only tells a compelling story but also resonates on a deeper, emotional level. The vocabulary he employs in Chapter 7, with its rich tapestry of evocative and nuanced terms, is a testament to his literary genius and his profound understanding of the human condition.In conclusion, the dazzling vocabulary and artful use of language in Chapter 7 of The Great Gatsby are a true hallmark of Fitzgerald's literary prowess. From the grandiose "colossal" to the sublime "ineffable," and the vivid "furnace of vitriol," eachword is carefully chosen and expertly woven into the narrative, adding depth, nuance, and emotional resonance to this pivotal moment in the novel. As a student, exploring and unpacking the meanings and connotations of these words has not only enriched my understanding of the text but has also deepened my appreciation for the power of language and the craft of great literary works.。
资产定价学
从上面的分析我们可以看出，在一个弱式 的市场上，任何基于历史数据的技术分析 都是无效的；在半强式的市场上，构造任 何基于当前信息的模型都是徒劳的；而当 我们接受强式市场的假设时，我们的任何 预测市场的努力都没有意义，在这种情况 下，没有人能够“击败市场”（Beat the Market）。
返回目录 23
学习本书的态度
——同样适用于其他任何金融学教科书
务实——结合实践，发现问题，相信实践。
务本——抛开模型，解决问题，追本溯源。
问题只来自于实践，价值只来自于市场。
不要被模型所迷惑、束缚或者沉醉。
世上本没有模型，实践的人多了，这才有了模型。
世界上最危险的地方不在阿富汗，而在我们的办 公室，因为每个人都坐在这里继续调整模型，而 不是转过身去面向现实的市场去了解客户的实际 需求。
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Assets Pricing
第一节 资产定价概述
—A Brief Review about
Assets Pricing
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Assets Pricing
传统金融学 ——宏观的金融市场运行理论
在研究金融市场的宏观领域，主要从研究中央 银行的利率政策和货币政策入手，了解各种金 融机构在金融市场中的地位和作用。
返回目录 40
Assets Pricing
CAPM理论的应用实例
英特尔公司是否应该在华投资芯片厂？ 摩根银行介入的结果是什么？ 什么是IRR？ 中国政府的哪一种介入方式是对的？ 国企和民企的融资问题。 本例中的M&M定理和CAPM同时生效。
返回目录 41
Assets Pricing
第四节 资产定价的局限性
返回目录 7
Assets Pricing
市场营销学英文版最新版教学课件第7章
• Number of versions offered for each product in the line
Consistency
• Relativity of the various product lines in end use, production requirements, distribution channels, or some other aspect
Learning Objective 7-2 Summary
• Product attribute decisions – quality, features, and style and design
• Branding, packaging, and labeling decisions • Product support services – enhance customer service
Little product awareness or knowledge (or, if aware, little or even negative interest)
Price
High price
Varies
Distribution
Exclusive distribution in only one Varies or a few outlets per market area
Higher price
Selective distribution in fewer outlets
Advertising and personal selling by both the producer and resellers
Major appliances, televisions, furniture, and clothing
亚马逊英国站 销售计划书 英文版
亚马逊英国站销售计划书英文版全文共10篇示例，供读者参考篇1Hi guys! Today I want to share with you my sales plan for the Amazon UK site. I've been thinking really hard about how to sell more stuff and make more money on Amazon, so I came up with this cool plan.First of all, I want to make sure my products are really good quality. I'll do some research to see what people are buying and what they like. Then I'll find some awesome suppliers to get the best products to sell on Amazon.Next, I'll work on my product listings. I'll make sure they have clear pictures and detailed descriptions so that customers know exactly what they're getting. I'll also try to get some really great reviews from happy customers to show everyone that my products are the best.I'm also going to start promoting my products on social media. I'll post about them on Instagram, Facebook, and Twitter to let everyone know how awesome they are. I might even trydoing some giveaways to get more people interested in buying from me.Lastly, I'll keep an eye on my sales and adjust my plan as needed. If something's not working, I'll try something new. And if something's working really well, I'll do more of that!So that's my plan for selling more on Amazon UK. I'm super excited to see how it goes! Thanks for listening, guys!篇2Amazon UK Sales PlanHey guys, welcome to my sales plan for Amazon UK! I’m super excited to share with you all the awesome ideas I have to boost our sales on the UK platform. So let’s dive right in!First off, we need to focus on our product listings. We should make sure they are attractive, with high-quality images and detailed descriptions that really show off the best features of our products. This will help to draw in more customers and increase our sales.Next, we should think about running some special promotions and deals. Everyone loves a good bargain, so offering discounts or running sales events can really help to driveup our sales numbers. We could also consider using Amazon’s voucher system to offer customers even more savings.Another key strategy is to take advantage of Amazon’s advertising options. By investing in targeted ads, we can make sure our products are being seen by the right people at the right time. This can help us to reach new customers and increase our sales in the UK market.Lastly, we should pay attention to customer reviews and feedback. Positive reviews can really boost our sales, so we should encourage happy customers to leave reviews and respond promptly to any negative feedback to show that we care about our customers’ satisfaction.Overall, by focusing on our product listings, running promotions, using advertising, and managing customer feedback, we can make a big impact on our sales on the Amazon UK p latform. Let’s put these ideas into action and watch our sales soar! Thanks for listening, guys!篇3Hey guys! Today I'm gonna tell you about our super cool sales plan for Amazon UK! Are you ready to hear all about it? Let's go!First off, we're gonna focus on promoting our products on the Amazon UK website. We'll make sure to have eye-catching pictures and descriptions that will make customers want to buy our stuff. We'll also use social media to spread the word about our amazing products.Next, we're gonna offer some awesome deals and discounts to our customers. Who doesn't love a good bargain, right? We'll have special sales and promotions to make sure everyone can afford our products.And let's not forget about customer service! We're gonna make sure to answer any questions and concerns that our customers may have. We'll provide excellent service to make sure they have a great shopping experience with us.Lastly, we're gonna keep track of our sales and make adjustments as needed. We'll analyze the data to see what's working and what's not, so we can continue to improve and grow our business on Amazon UK.So there you have it, our super awesome sales plan for Amazon UK! We're gonna promote our products, offer great deals, provide top-notch customer service, and keep track of our sales. We're gonna rock it on Amazon UK! Let's do this!篇4Hello everyone! Today I'm going to talk about our sales plan for the Amazon UK site. We have lots of cool stuff to sell on there, and I'm going to tell you all about how we're going to make sure people buy them!First of all, we're going to make sure our products look really awesome on the website. We'll have great pictures and detailed descriptions so that customers can see exactly what they're getting. We'll also have some really catchy titles and keywords to make sure people can find our products easily.Next, we're going to make sure our prices are really competitive. We'll do some research to see what other people are selling similar products for, and then we'll make sure our prices are lower or at least the same. We might even have some special discounts or promotions to make our products even more appealing.We're also going to make sure we have lots of positive reviews from customers. We'll make sure the products are really good quality so that people will want to leave great reviews. And if there are any issues, we'll make sure to resolve them quickly and keep the customer happy.Finally, we're going to make sure we're really active on social media. We'll post about our products, share reviews and promotions, and engage with our customers. This will help us reach even more people and make sure they know about all the awesome stuff we have for sale on Amazon UK.So that's our sales plan for the Amazon UK site. I hope you're as excited as I am to start selling lots of great products and making lots of happy customers. Let's do this!篇5Good morning everyone, today I want to share with you our sales plan for Amazon UK. We have come up with some super cool ideas to boost our sales and make our customers super happy.Firstly, we are going to have a super awesome promotion called "Super Saver Saturday." On this day, we will offer super big discounts on all our products to attract more customers. We will also have some fun games and activities to make shopping with us even more exciting.Next, we are going to launch a new product called "Super Speedy Delivery." With this service, our customers will be able to get their orders delivered to them super fast, within just 24 hours!This will make our customers super happy and keep them coming back for more.We are also going to have a "Super Customer Service Day" where we will focus on providing the best customer service possible. Our super helpful team will be ready to assist customers with any questions or issues they may have, making sure they have a super great shopping experience with us.Finally, we will be launching a "Super Rewards Program" where customers can earn points for every purchase they make with us. These points can be redeemed for super cool rewards and discounts, encouraging our customers to shop with us more often.With all these super cool ideas in place, we are sure to see a super boost in our sales on Amazon UK. Let's work together as a super team to make this happen! Thank you for listening and let's make our sales plan a super success!篇6Hi everyone! Today I want to tell you about our plan to sell on Amazon UK. We are super excited about this new opportunity and can't wait to share all the cool things that we have in store for our customers across the pond.First off, we are going to make sure that our products are top-notch quality. We want to give our customers in the UK the best possible experience when they shop with us, so we are going to make sure that everything we sell is of the highest standard.Next, we are going to make sure that our prices are super competitive. We want to make sure that our customers in the UK are getting a great deal when they shop with us, so we are going to keep our prices low and affordable.We are also going to offer fast and reliable shipping. We know how important it is for our customers to get their products quickly, so we are going to work with Amazon to make sure that our shipping is fast and efficient.Lastly, we are going to provide top-notch customer service. We want our customers in the UK to know that we care about them and value their business, so we are going to make sure that our customer service team is always available to help with any questions or concerns.Overall, we are super excited about this new venture and can't wait to see all the amazing things that we can achieve on Amazon UK. Thank you for your support and we can't wait to start selling to our friends across the pond!篇7Hello everyone, today I'm going to share with you the sales plan for Amazon UK. So, let's get started!First of all, we need to understand our goals. Our main goal is to increase sales and profits on the Amazon UK site. In order to achieve this, we need to come up with a solid plan.One of the key strategies we will use is to optimize our product listings. This means making sure that our product titles, descriptions, and images are all top-notch. This will help to attract more customers and increase sales.Another important strategy is to run promotions and discounts. Everyone loves a good deal, so by offering discounts and promotions, we can encourage more people to buy from us.We also need to make sure that we are using social media to promote our products. By using platforms like Facebook, Instagram, and Twitter, we can reach a wider audience and drive more traffic to our Amazon UK store.In addition, we should also consider expanding our product range. By offering a wider variety of products, we can appeal to a larger customer base and increase sales.Overall, by implementing these strategies, we can increase sales and profits on the Amazon UK site. With hard work and dedication, we can achieve our goals and take our sales to new heights!So, let's go out there and make this sales plan a success! Thank you for listening and let's work together to make Amazon UK a top-selling site!篇8Hey guys, guess what? I'm gonna tell you all about this super cool sales plan for Amazon UK! It's gonna be so awesome, you won't believe it! So, let's dive right in and check out all the amazing stuff we have planned!First off, we're gonna focus on promoting some of thebest-selling products on Amazon UK. We'll make sure everyone knows about them by running ads on social media and other websites. This way, more people will see the products and want to buy them. It's gonna be like a huge party for these products!Next, we're gonna offer some special discounts and deals to our customers. Who doesn't love a good bargain, right? So we'll make sure that everyone gets a chance to save some money while shopping on Amazon UK. We'll have all sorts ofpromotions and sales going on, so everyone can find something they love at a great price.And let's not forget about customer service! We're gonna make sure that everyone who shops on Amazon UK has the best experience possible. If anyone has a problem or a question, we'll be right there to help them out. We want every customer to feel happy and satisfied with their purchase, so we'll go above and beyond to make sure they're taken care of.Overall, this sales plan for Amazon UK is gonna be a huge success! We'll promote the best products, offer amazing deals, and provide top-notch customer service. Everyone is gonna love shopping on Amazon UK even more than they already do. So get ready to have an awesome time shopping online, because Amazon UK is gonna be the place to be!篇9Hello everyone! Today I want to share with you my sales plan for the Amazon UK site. I'm super excited about this because it's a big opportunity for me to sell my products to people all around the UK.First of all, I want to introduce my products to you. I sell cute and colorful stationery items like notebooks, pens, and stickers.They are perfect for school, work, or just for fun! My products are unique and high quality, so I'm sure customers will love them.Now, let's talk about my sales plan. I am going to create a catchy and fun listing for my products on the Amazon UK site. I will include lots of pictures and detailed descriptions so that customers know exactly what they are buying. I will also offer special promotions and discounts to attract more buyers. I'm planning to run some social media ads to promote my products to a wider audience.To make sure my customers are happy, I will provide excellent customer service. I will respond to their questions and concerns quickly, and I will make sure their orders are shipped out promptly. I will also ask for feedback from customers so that I can improve my products and services.Overall, I am confident that my sales plan will be a success on the Amazon UK site. I'm excited to see my products reaching new customers and making them happy. Thank you for reading my plan, and wish me luck!篇10Hey guys! Today, I want to tell you about my super cool sales plan for the Amazon UK website. I have been thinking really hardabout how to sell more stuff on there, and I have some awesome ideas to share with you all.First of all, I want to make sure our products stand out. That means we need to have really eye-catching pictures and catchy descriptions. People are more likely to buy something if it looks cool and they know all about it.Next, I think it’s important to have a special offer or discount to attract customers. Everyone loves a good deal, right? So, we could do a “buy one, get one free” deal or have a big sale on certain products. That way, more people will want to buy from us.Also, we should try to get more reviews from customers. People trust other people’s opinions, so if we have lots of good reviews, it will help us sell more stuff. Maybe we could even ask some of our friends or family to write reviews for us.Finally, we need to make sure our customer service istop-notch. If people have a good experience when they buy from us, they will be more likely to come back and buy again. So, we should always be polite and helpful to our customers.I really hope my sales plan works and we sell loads of stuff on Amazon UK. I can’t wait to see all of our products flying off the shelves! Let’s do this, team!。
Principles of Marketing Engineering - Ch7 - The Marketing Mix
数反映每个销售实体中销售努力与销售额之 间的关系。
Syntex模型为解决销售队伍规模和分配问题
提供了通用的方法。该模型最初是专为 Syntex制药公司建立的，目的是通过增加销 售人员，期望能提高企业在不同细分市场上 的销售额。这是一种有效的资源分配模型， 该模型也可以用于其他企业的类似问题。
© CUMT2011 Principles Chapter 7: The Marketing Mix - 15
运用德尔菲法。要求高层经理们各自回答一
些问题，如每种药品的销售会对销售努力做 出怎样的反应，以及每个细分市场上的内科 医生会对不同的销售努力有怎样的反应。
© CUMT2011 Principles Chapter 7: The Marketing Mix - 18
Delphi method for Calibrating Sales Response Function
rings to seal valves on pipes that carry corrosive materials. The plant pays $5 for each O-ring and must change them during regular maintenance every two months.
些问题，每位经理的答案分别为X0 ， X0.5 ， X1.5 和 X∞，然后用计算机将这些答案汇总并向 各位参与者提供汇总结果。 经理们研究汇总结果后，思考自己的反应与群体 平均值的差别，然后再次回答这些问题，在 Syntex研究中，第二轮要求大家意见一致（实 际操作中可能需要到第三轮或第四轮才能得到一 致的估计值）。 这些达成一致意见的估计值为校准ADBUDG函 数提供了输入信息，对函数中的参数加以估计。
商务英语阅读(第三版)Chapter_7
Technological Environment Technological environment hold new technological innovation, new products, the state of technology, the utilization of technology for maximum inputs and outputs, the obsolescence of technology and the dynamic changes that frequently occur in technologies which enable firms to get a competitive advantage.
leverage (para.20) upstream (para.20) stoke (para.21) traction (para.21) merit (para.24)
preempt (para.25) substantive (para.25) retainer (para.25) stringer (para.25) emanate (para.26)
An environment can be defined as anything which surrounds a system. Therefore, the business environment is anything which surrounds the business organization. It affects the decisions, strategies, processes and performance of the business. The micro environment consists of different types of stakeholders - customers, employees, suppliers, board of directors and creditors.
sunny新视野商务英语unit7-products
5. Duracell sells _____-lasting alkaline batteries.
6. Levi jeans are a _____-made clothing products.
Unit 7
Products
第1页，共21页。
“It is not the employer who pays wages;
he only handles the money. It is the product that pays wages”
Henry Ford (1869-1947) American industrialist
USE
We use the comparative to compare two items . We use the superlative to compare one item with two or more other items.
FORM
We add er to form the comparative and the+est to form the
and choosing one of them, please talk about your reasons.
B Choosing one of your favorite products, make a brief introduction for the product.
第5页，共21页。
3.These suits are as expensive as those suits.
电子商务专业英语课后答案.doc
Chapter 1 Introduction to E-CommerceANSWER1.Answer the following questionsL business-to-consumer, business-to-business, business processes, consumer-to-consumer, and business-to-government2.A business model is a set of processes that combine to achieve a company's goal, which is to yield a profit.NO.3.A revenue model is a specific collection of business processes used to identify customers, market to those customers, and generate sales to those customers.4.books and CDs, etc.5.Transaction costs are the total of all costs that a buyer and seller incur as they gather infonnation and negotiate a purchase-and-sale transaction.6.As more people or organizations participate in a network, the value of the network to each participant increases. This increase in value is called a network effect.7.The key issues that any company faces when it conducts international commerce include trust and culture, language, infrastructure, international law and currency.8.Localization means a translation that considers multiple elements of the local environment, such as business and cultural practices, in addition to local dialect variations in the language・II.Fill in the blanks in each of the following1.Internet2.dot-com pure dot-com3.internationalmodity5.electronic traditional6.vertical integration.rmation coordination8.value chainChapter 3 E-Business ModelsI.a) True b) False. This is the concept of a true auction. c) False・ A reserve price is the lowest price a seller will accept in an auction・ d) True e) False. The name-your price model allows customers to get Chapter 1 Introduction to E-Commerce 115a lower price by clearing the price with a number of vendors・ This does not involve an auction. f) False. Brick-and-mortar business are offline businesses・ This term is often associated with companies who have both and online and offline presence・ g) False. Web-based training is currentlyused by organizations around the world, h) True i) True j) TrueII.a) Brick-and-mortar b) Demand sensitive pricing model c) shopping cart d) auction e) vertical, horizontal f) community g) reverse auctions h) B2B exchanges i) online trading j) comparison shopping III.Categorize each of the following items as it best relates to the storefront model, the auction model or the dynamic pricing models:a)Auction model b) Auction model c) Storefront modeld) Storefront model e) Dynamic pricing・ f) Dynamic pricingChapter 4 B2B E-CommerceI.Write an Abstract of this paper in about 100 words.Abstract- Just as the industrial revolution mechanized the manufacturing functions of firms, the infonnationrevolution is automating their merchant functions. Four types of potential productivity gains are expected frombusiness-to-business (B2B) electronic commerce: cost efficiencies from automation of transactions, potentialadvantages of new market intermediaries, consolidation of demand and supply through organized exchanges, andchanges in the extent of vertical integration of firms. The article examines the characteristics of B2B onlineintermediaries, including categories of goods traded, market mechanisms employed, and ownership arrangements,and considers the market structure of B2B e-commerce.II.Answer the following questions1.The popular phrase B2B e-commerce refers to the substitution of computer data processing and Internet communications for labor sendees in the production of economic transactions.2.Expectations about productivity gains from B2B e-commerce can be usefully divided into four areas: possible efficiencies from automation of transactions, potential economic advantages of new market intermediaries, consolidation of demand and supply through organized exchanges, and chcinges in the extent of vertical integration of companies.3.Intermediaries can reduce transaction costs relative to direct exchange, by reducing the costs of search, certifying product quality, mitigating communication costs, and providing guarantees for buyer or seller commitments・4.E-commerce intermediaries can be classified into four main categories: brokers, auctioneers, dealers, and exchanges. 116电子商务专业英语(第二版)III.State whether the following are True or False?l.T 2.T 3.F 4.T 5.TChapter 5 Electronic Payment SystemsANSWERI.Answer the following questions1.List five parties may be involved in the e-payment method・They are:a)Customer/payer/buyer. The party making the e-payment in exchange for goods or servicesb)Merchant/payee/seller. The party receiving the e-payment in exchange for goods and servicesc)Issue匚The banks or nonbanking institutions that issue the e-payment instrumentused to make the purchased)Regulator. Usually a government agency whose regulations control the e・paymentprocesse)Automated Clearing House (ACH). An electronic network that transfers moneybetween bank accounts2.List Characteristics of Successful E-payment Methods Interoperability and portability; security; anonymity; divisibility; easy of use; transaction fees; critical mass・3.What are virtual credit cards?This is an e-payment system in which a credit card issuer issues a special number that can be used in place of regukir credit card numbers to make online purchases・ This allows users to use a credit card online without having to disclose the actual credit card number.4.Describe the difference between the contact card and contactless card・A contact card is inserted in a smart card reade匚These cards have a small gold plate about one -half inch in diameter on the front; when the card is inserted in the reader, the plate makes electronic contact and data are passed to and from the chip.In addition to the chip, a contactless card has an embedded antenna・ In this case, data (and applications) are passed to and from the card through the card's antenna to another antenna attached to a cardreader unit or other device.5.List Advantages of E-billingChapter 1 Introduction to E-Commerce 117From the perspective of the billing firm, the most obvious benefit is the reduction in expenses related to billing and processing payments・ E-billing also enables better customer service. Another advantage relates to advertising.From the customer's perspective, E-billing reduces the customer^ expenses by eliminating the cost of checks, postage, and envelopes. E-billing simplifies and centralizes payment processing and provides better record keeping.II. Fill in the blanks in each of the following1.Credit cards, Charge cards, Debit cards2.e-wallet3.smart card, microprocessor, memory, nonprogrammable4.Stored-value5.e-check6.electronic bill presentment and payment (EBPP)Chapter 6 E-Commerce Security ANSWERI.Answer the following questions1.Describe the difference between a nontechnical and a technical cyber attack.Nontechnical attacks are those in which a perpetrator uses chicanery or other forms of persuasion to trick people into revealing sensitive information or performing actions that can be usedto compromise the security of a network.. These attacks are also called social engineering attacks. In contrast to nontechnical attacks, software and systems knowledge are used to perpetmte technical attacks ・ In conducting a technical attack, an expert hacker often uses a methodical approach ・2.How are DDoS attacks peipetrated?Once an attacker has access to a large number of computers, they load the specialized DDoS software onto these computers. The software lays in wait, listening for a command to begin the attack. When the cominand is given, the distributed network of computers begins sending out requests to the target computer. The requests can be legitimate queries for information or can beveryspecialized computer commands designed to overwhelm specific computer resources.3.What are the major forms of malicious code?Viruses, Worms, Macro viruses and macro worms, and Trojan Horses.4.What are some common mistakes that EC sites make in managing their security?Undervalued information. Few organizations have a clear understanding of the value of specific information assets.Narrowly defined security boundaries. Most organizations focus on securing their internal networks and fail to understand the security practices of their supply chain partners.Reactive security management. Many organizations are reactive rather than proactive focusing on security after an incident or problem occurs.Dated security management processes. Organizations rarely update or change their security practice to meet changing needs. Similarly, they rarely update the knowledge and skills of their staff about best practices in information security.Lack of communication about security responsibilities. Security often is viewed as an IT problem, not an organizational one.Chapter 1 Introduction to E-Commerce 1195.Describe the difference between physiological biometrics and behavioral biometrics・ Physiological biometrics are based on measurements derived directly from different partsof the body (e.g., sea ns of fingerprints, the iris, hand geometry, and facial characteristics)・ In contrast, behavioral biometrics are derived from various actions and indirectly from various body parts (e.g., voice scans or keystroke monitoring ).6.Describe the basic components of encryption・All encryption has four basic parts: the plaintext, ciphertext, encryption algorithm, and the key.7.What are the basic differences between symmetric and asymmetric encryption?In a symmetric (private) key system the same key is used to encrypt and decrypt the plaintext. The sender and receiver of the text must share the same key without revealing it to anyone else——thus making it a so-called private system.Public (Asymmetric) key encryption uses a pair of matched keys—a public key that is publicly available to anyone and a private key that is known only to its owner.8.What is a personal firewall?Personal firewalls are designed to protect desktop systems by monitoring all the traffic that passes through the computer\ network interface card.Chapter 7 PricingI.True or FalseI.F 2.T3. F4.T5. FII.Fill the blanks1.Target-return pricing2.internd content is easy to package; of the low friction between buyers and sellers; the cost of adding new customers is low3.frenzy pricingIII.Answer the following questions1 ・ Identify the six results of the interactivity force of the Internet on pricing・(1)It is easier to reach wider audiences.(2)It is easier and cheaper to implement dynamic pricing strategies・(3)It is easier and cheaper to change prices・⑷ It is cheaper for consumers to investigate prices. 120 电子商务专业英语(第二版)(5)It is easier to understand and measure consumers? reactions to price promotions・(6)It is easier to receive customer feedback on price, understand customer willingness to pay for a product, and implement price scrimin at ion strategies.2.In what ways has the individualization force of the Internet affected pricing?(1)By informing companies of their pricing and product desires, consumers make it easier for firms toconvey prices of products in which they have an interest・(2)Customers can register their preferences with firms, making it easier for those finns to offer targeted, individualized pricing promotions・(3)Customers can more easily participate in dynamic pricing processes. Sites that practice dynamic pricing can notify customers via e-mail when their bids are no longer the highest.3.What is a loss leader? What types are most likely to be used?A loss leader is an item offered at very low prices (below its total cost) in order to attract greater store traffic. Typically, such items are well-known brands, staples for price-sensitive consumers, and/or seasonal/holiday/special demand items.4.Describe the two primary ways that the Internet has enhanced the attractiveness of dynamic pricing. First are decreased menu costs. Menu costs are the costs associated with changing the price of a good. For goods advertised on the Web, it is easy and virtually costless to change product prices, making it very attractive for firms to change their prices based on demand and supply conditions. Second is interactivity. The Internet makes it easy for sellers and buyers around the world to interactand negotiate prices. The fact that buyers and sellers can easily interact from their homes or workplaces via the Internet makes it easy to conduct dynamic pricing structures.Chapter 8 Internet MarketingI.Answer the following questions1.What is Internet marketing?Internet marketing is the process of building and maintaining customer relationships through online activities tofacilitate the exchange of ideas, products, and services that satisfy the goals of both parties.2.What are the seven stages of Internet marketing?The seven stages are (1) setting corporate and business-unit strategy, (2) framing the market opportunity, (3)formulating the marketing strategy, (4) designing the customer interface, (5) designing the marketing program, (6)crafting the customer interface, and (7) evaluating the results of the marketing program.3.What are the four stages of the customer relationship?The four stages are: (1) awareness (the degree to which the customer has some basic information, knowledge, Chapter 1 Introduction to E-Commerce 121or attitudes about a firm or its offerings, but has not initiated any communications with the firm);(2)exploration(customer and firm begin to initiate communications and actions that enable an evaluation of whether or not to pursuea deeper connection); (3) commitment (customer and firm feel a sense of obligation or responsibility for each other);and (4) dissolution (isolation of the most valuable customer group and subsequent focus on this particular group).4.What are the six classes of variables in the Internet marketing mix?The six variables are product, pricing, communication, community, distribution, and branding・5.What is the Marketspace Matrix?The Marketspace Matrix is a framework illustrating the levers that the Internet marketer may choose to use ateach stage of the customer relationship. These levers are the six classes of variables including product, pricing,communication, community, distribution and branding, and the stages of customer relationships are awaieness,exploration, commitment and dissolution.6.How do interactivity and individuality come into play in the design of the marketing program? Interactivity is the extent to which two-way communication flow occurs between the firm and customers; individuality refers to a consumer's personal experience with the firm. Both impact the design of all of the levers ofthe Internet marketing mix一price, market communications, and products and services・7.What are the critical success factors for the Internet marketing professional?The critical success factors are (I) customer advocacy and insight (marketing professionals need to strategicallycollect information from many disparate sources, create insightful customer mosaics, and effectively translate theminto marketing strategies and tactics); (2) integration (marketing professionals need to have an integrated or holisticview of the customer and the enterprise in order to create a uniquely advantaged strategic plan); (3) balanced thinking(marketing professionals need to be highly analytical and very creative in order to understand the strategic andtactical implications of the Internet); and (4) willingness to accept risk and ambiguity (marketing professionals needto retool themselves and their companies to enter into a whole new era of customer-centric marketing). 122电子商务专业英语(第二版)Chapter 9 Legal Issues of E■CommerceI.True or False1.T2.F3.T4.F5.T6. F7.T&FII. Answer the following questions1.List some of the ways that the Internet can be used to collect information about individuals.(1)By reading an inciividuaPs newsgroup postings(2)By looking up an individual5s name and identity in an Internet directory(3)By reading an individuaPs e-mail(4)By conducting surveillance on employees(5)By wiretapping wireline and wireless communication lines and listening to employees(6)By asking an individual to complete a Web site registration(7)By recording an individuaPs actions as they navigate the Web with a browser, usually using cookies2.List four types of intellectual property.There are four main types of intellectual property in EC: copyrights, trademarks, domain names, and patents.3.List the legal rights covered by a copyright.A copyright is an exclusive grant from the government that confers on its owner an essentially exclusive right to: (1) reproduce a work, in whole or in part, and (2) distribute, perform, or display ♦Itto the public in any form or manner, including the Internet. In general, the owner has an exclusive right to export the copyrighted work to another country.4.List the legal rights of a trademark owner.The owner of a registered trademai-k has exclusive rights to: (1) Use the trademark on goods and services for which the trademark is registered. (2) Take legal action to prevent anyone else fromusing the trademark without consent on goods and services (identical or similar) for which the trademark is registered.Chapter 10 LogisticsI.l.B 2.A 3. A 4.B 5.C 6.A 7.AII.Translations:1.物流是与时间有关的资源配置或是总供应链的战略管理。
Kotler_POM13e_Instructor_07globalrevised
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Chapter 7- slide 11
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Chapter 7- slide 15
Market Segmentation
Requirements for Effective Segmentation
• To be useful, market segments must be:
Gender segmentation divides the market based on sex (male or female)
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 7- slide 9
Chapter 7- slide 6
Market Segmentation
Segmenting Consumer Markets
• Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities
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Chapter 7: Advertising and Pricing
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Selecting Advertising Media: Key Questions
How large is my firm’s trading area? Who are my customers and what are their characteristics? Which media are my target customers most likely to watch, listen to, or read?
Chapter 7: Advertising and Pricing
Outdoor ads Transit advertising Directories Trade shows Sponsorships and special events Point-of-purchase ads
Chapter 7: Advertising and Pricing
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Five Fundamentals of a Successful Advertisement
It should emphasize a key benefit of the product or service to the customer.
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Chapter 7: Advertising and Pricing
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Creating Direct Mail Ads That Really Work
(continued)
Ask the reader questions in the copy. Use high-quality paper and envelopes. People usually open envelopes that resemble bills. Address envelopes to a particular person. Use stamps if possible. Use a “P.S.” because recipients almost always read them. Make the order form easy to fill out.
Stress benefits to the listener. Use attention-grabbers. Zero in on a particular audience. Be simple and to the point. Sell early and often. Be written for the ear.
Source: Adapted from Jerry Fisher, “Fine Print,” Entrepreneur, November 1994, pp. 145-
It should motivate customers to take action immediately.
Snappy Radio Copy Should....
Copyright 2002 Prentice Hall Publishing Company
Chapter 7: Advertising and Pricing
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A Six-Sentence Advertising Strategy
What is the purpose of this ad? What USP can you offer customers? What other key benefits support your USP? At whom are you aiming the ad? What response do you want from your target audience? What image do you want to convey in our ads?
It Pays to Advertise!
Advertising and Pricing for Profit
Chapter 7: Advertising and Pricing
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Promotion Includes...
It should attract attention.
It should communicate the company’s Unique Selling Proposition (USP).
It should prove the USP and benefits to the customer with facts, statistics, or tr 7: Advertising and Pricing
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5
Advertising Media Options
Word-of-Mouth Newspapers Radio Television Magazines Direct mail World Wide Web
Chapter 7: Advertising and Pricing
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2
Developing an Advertising Plan
Step 1: Create specific, measurable objectives. Step 2: Identify and analyze the target audience. Step 3: Design an advertising message and choose the media for transmitting it.
Advertising – any sales presentation that is non-personal in nature and is paid for by an identified sponsor. Publicity – any commercial news covered by the media that boosts sales but for which the small business does not pay. Personal selling – the personal contact between sales personnel and potential customers resulting from sales efforts.
Past Sales Forecasted Sales
Chapter 7: Advertising and Pricing
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Selecting Advertising Media: Key Questions
(continued)
What budget limitations do I face? Which media do my competitors use? How important are repetition and continuity of my advertising message? What does the advertising medium cost?
Chapter 7: Advertising and Pricing
Copyright 2002 Prentice Hall Publishing Company
11
Creating Direct Mail Ads That Really Work
Promise benefits in the headline. Use short “action” words. Leave lots of white space. Use eye-catching words. Forget grammatical rules. Repeat the offer at least three times. Offer proof of claims and endorsements. Ask for the order.
6
Copyright 2002 Prentice Hall Publishing Company
Can Your Ad Pass These 7 Tests?
Scan test Comprehension test Differentiation test Puffery test Believability test Immediate clarity test USP test
Chapter 7: Advertising and Pricing
Copyright 2002 Prentice Hall Publishing Company
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Build Ads Around a Unique Selling Proposition (USP)
USP – A key customer benefit of a product or service that answers the critical question that every customer asks: “What's in it for me?” Identify your product or service’s USP by describing the primary benefit it offers customers and then list other secondary benefits it provides. Briefly list a few facts that support this USP. Then, focus your ads to stress these top benefits and the facts supporting them!